According to a study, consumers are confused. I wonder why?! With regard to why they purchase:

Biodynamic is less important than OrganicOrganic is less important than the vintageVintage is less important than the winemakerWinemaker is less important than the regionRegion is less important than the countryCountry is less important than the VarietalVarietal is less important than the priceand finally,Price is less important than the “deal” or “offer”

How is the average wine buyer to even start to consider whether the wine is either organic (which they at least have heard of) or bio-dynamic (which they certainly haven’t)? They aren’t even quite sure if the varietal name they have heard before is red or white.

The problem with marketing in the wine trade to some extent is explained by the fact that the differences, if any, between any wines are all at the top of that list, and therefore far beyond the interest levels of the consumer.

Therefore we have the following options:

Give them a(nother) dealJoin the me-too brigade focused solely on the varietalsSpend millions in the hope to increase wine “education & understanding” amongst consumersGive them another, very different, reason to buy YOUR wine

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